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“I love AI around the edges for messaging and communication, but the core of our writing still needs to be deeply human.” That’s Brian Baute, SaaS sales leader and university CIO at heart. With some much professional experience in information technology, Brian shared thoughts with us on #AIAugust. (He gets a gold star for using the word 'gravitas' in his responses.) toth shop (ts): How can brands use AI effectively in their communication and messaging? Brian Baute (BB): “AI is great on the front end for ideation and brainstorming, and it's great on the back end for polishing.” ts: How do you use it on the front end of communication and content development? BB: “I like to use prompts like: ‘Please give me 20 topic ideas for [social platform] posts from a [adjectives true to my brand] thought leader in [my field] in the voice of [known personalities you like].’ Most of the provided ideas will be bad, but that's okay. Three or four might be worth using, and another few might bring to mind a related topic I wouldn't have thought of otherwise. ts: What about after you - the human - does the writing? BB: “On the back end, I feed ChatGPT my proposed post and ask it to do something: make it shorter, make it longer, add more examples, make it punchier, give it more gravitas, make it funnier. Again, a lot of what it gives won't be good at this point; but some of it will, and the rest will break me out of my editing paralysis and give me new fuel to use to make my piece better.”

It's #AIAugust over here. BUT: What exactly is AI? Fun fact: The term 'artificial intelligence’ was first coined in 1956 by Dartmouth professor John McCarthey. Today, the definition, according to IBM, is “technology that enables computers and machines to simulate human intelligence and problem-solving capabilities.” Our friends at Google call it the “backbone of innovation in modern computing.” That’s great, but what do friends of toth shop have to say about AI? Here are three of our favorite sound bites from our #AIAugust interviews this month: “There’s a gap when it comes to strategy. Generative AI is a powerful tool, but it can't fix a broken or non-existent strategy. Going into a tool and asking for social media posts or video scripts, without defining the audience, why you're speaking to them and what you'd like them to do doesn't go far.” - Shereese Floyd, Founder, AI Consultants for Nonprofits “If you're using AI, don't let it be your whole process. It can get you started with your first draft. But you must lean on the authenticity of a real person to take it to the finish line. There are things AI can't do that only a human can. For example, only a human knows what it's truly like to live through an experience. Let's say you're helping a therapist promote their business. Only you, or another human writer, can know what it feels like to struggle with mental health. Only a person can understand the pain points and needs of your target audience.” - Madeleine Nance, Co-Founder, Kind Word “The easiest way to stay out of the AI reliance trap is to remember that it’s a way to improve processes and output, not replace humans completely. Consider it in the same way you do for tools like Semrush for SEO keyword research, Google Analytics for website traffic tracking, or Canva for graphic design. It allows you to do a job, usually faster and easier than without it, but it can’t replace you or anyone else on your team, so don’t let it “do the job for you” without human involvement.” - Alexa Parker Parker, Founder/CEO, Crimson Park Digital

It's #AIAugust, and we're talking all things messaging and AI - which means we've GOT to acknowledge AI & social. First tip: When it comes to social media, think of AI as your “co-writer” rather than a competitor. Here are three ways we’re seeing clients use AI effectively without losing the human touch: Content strategy. A lot of times, clients tell us they’re not sure how to plan for social media. ChatGPT can help you to plan a consistent posting schedule with varied content to keep your audience engaged.It’s also clutch for analyzing trends and/or identifying and suggesting how to leverage current trends, challenges, or viral content to stay relevant. Content creation. For example, if you have a blog and want to repurpose it for Instagram, you can upload the blog link and ask AI to “convert this blog into a reel” or “create a carousel outline.” AI won’t build the content for you, BUT it will provide a structured framework to make the process easier in apps or directly on Instagram. Analyzing social performance. AI can simplify this by automating the collection and analysis of key metrics such as engagement rates, follower growth, and reach. Tools like Sprout Social and HubSpot use AI to generate comprehensive reports and visualizations, giving you real-time insights into how your content is performing. Trust your instincts and stay true to your brand’s voice. AI can be a great starting point if you’re experiencing a creative block, but it should complement—not replace—your unique touch and creativity.

Alexa Parker has 15 years of digital marketing and media space experience. She’s the owner and CEO of Crimson Park Digital, a Charlotte-based digital marketing agency that has optimized 600+ campaigns, generated 35,000+ conversions, and managed $1.9 million media dollars. She’s no stranger to the question: “Can’t we write this with AI?”  We are thrilled to chat with her this #AIAugust: toth shop (ts): As a professional marketer, what are the tell-tale signs for you that marketing has been powered by an AI? Alexa Parker (AP): "Some of the red flags that are easily noticeable are generic, 'fluffy' phrases at the beginning of sentences, such as 'In today’s evolving [industry name here] landscape...' and the overuse of passive voice and transition words like 'furthermore' or 'consequently.' Besides feeling too cookie-cutter, AI content also lacks humanization, emotion, and a unique point of view. It might be packed with great statistics, as those are easy to search for and aggregate, but it doesn’t have a strong brand tone of voice (think sarcasm, humor, use of metaphors, etc.)." ts: What is an opportunity for AI to enhance brand messaging/marketing? AP: "When used for good, AI is a great tool to help marketers be more creative.  Have ad copy for an upcoming campaign that’s missing something? Prompt AI for some alternatives to get your creative juices flowing. Need to distribute a new blog post on social media, but you can’t quite nail the perfect hook? Prompt AI for some impactful and engaging phrases. But AI is more than just a writing assistant. It’s also already baked into more marketing areas than you think! Take Google Ads advertising. Gone are the days of writing two or three headlines and two descriptions, and ads serving in the exact order that you wrote it. Now, Google Ads uses responsive search ads, which is a programmatic method of creating the ad in real time." ts: Where do you see wins in AI-powered communications? AP: "The biggest win with AI-powered communications is just the sheer speed at which it works – it’s a huge efficiency booster. With blog writing, AI is a great tool to get the process going and create a starting point. My agency and I use it to combine our SEO keyword research and content pillars to create an outline for us to expand upon with human-powered writing." ts: What's your go-to advice for an organization that wants to keep humanity in their digital marketing strategies? AP: "The easiest way to stay out of the AI reliance trap is to remember that it’s a way to improve processes and output, not replace humans completely. Consider it in the same way you do for tools like Semrush for SEO keyword research, Google Analytics for website traffic tracking, or Canva for graphic design. It allows you to do a job, usually faster and easier than without it, but it can’t replace you or anyone else on your team." Learn more about Crimson Park Digital via the link in the comments.

When it comes to your thinking, writing, and how you use AI to do both, here's a revolutionary idea: More humanity, less fluff. Whatever output AI delivered to you, cut fluff and remember that you are human, so add HUMAN LIFE to whatever piece you're working on. Content thrives with personal anecdotes, human emotions, and character. This doesn’t mean the marketing one-pager or sales sheet needs to sound like your diary - it DOES mean it might need a testimonial quote from a real person who was a client of yours. Three things to keep in mind when editing messaging generated from AI: 1. Regardless of the length of the piece, identify at least 2-3 areas where you can add a personal touch like a story, example, or case study. 2. Opening paragraphs or conclusions are always better with personal stories. 3. Statistics or data within the body of the work are always better when you have a real client case study to support it. 

What sparked #AIAugust for our team? Finding out how much people want to use AI. Because it does sound REALLY cool to tell a computer to “write my bio” and not have to worry about facing a blank screen ever again. But - let’s be real - AI-powered platforms are not designed for the quality you’re craving. Here are three things to ask yourself before you do anything with copy and an AI platform: 🤖 Am I in a time crunch, and I’m doing this to save myself some time? 🤖 What’s my said and/or unsaid expectation - as to quality, voice, tone - for whatever it spits out to me? 🤖 Am I - or another human being - ready/willing/able/excited to edit/refine/polish whatever it kicks back out? AND - have we allocated time to do that well? These qs are part of toth shop’s officially-unofficial stance and recommendations when it comes to AI-generated messaging and content. For the full stance, check out this blog penned by our CEO - linked in comments.

Remember when your 7th grade Language Arts teacher taught you how to write the “five paragraph essay”? You know the five paragraph essay: intro paragraph, transition, three body paragraphs (with transitions between each), and conclusion? It’s a solid foundation to help young writers develop and organize their ideas. But we have a couple of former English teachers on the toth shop team, and we can confidently say: No adult actually WANTS to read a “five paragraph essay.” It’s another major red flag to keep in mind for #AIAugust and the rest of the year: 🚩Your blog or article reads like a five paragraph essay ChatGPT relies on this very formulaic approach to writing: strong topic sentence at the start of a paragraph, four supporting sentences, then a concluding sentence at the end. Here’s your challenge: look for ways to break the structure. Here are a few of our favorite (us, the human writers) ways to do that: 👾 Mix up your paragraph sizing 👾 Have a really important sentence? Make it its own paragraph. Also, don't hide it in the middle / "bury the lede" - put it in a memorable place 👾 Use academic transition words/phrases (re: “consequently” or “in addition”) sparingly 👾 Make your last subhead a call-to-action instead of “conclusion” It’s time to leave the five paragraph essay in the 7th grade where it belongs.

Ok, so you put a prompt into ChatGPT, and it gave you some "output". Now what? Here are the first three moves you should take in order to get as much value as you can out of this AI-generated drafting & writing experience: 1. Before you read it, level your expectations. AI is not designed to give you a Pulitzer Prize winning piece that you can copy, paste, go and not worry about. It will always deliver you a B- level product. 2. Read through the content entirely to get a feel for what you’re working with and what it’s given to you. 3. Think about the flow of the piece logically. Does the beginning, middle, and the end make sense and flow well for a human reader? Take a special look at the transitions, which are the sentences that bridge life between paragraphs and/or topics or subjects. Are those transitions smooth and do they sound natural? Or are they stiff, like a five paragraph essay from high school? #AIAugust

Your ability to recognize, use, and evaluate AI technologies comes down to one thing - your own level of literacy and ability to read, understand, and access it. Which is why making AI accessible is incredibly important. Shereese Floyd, Founder, AI Consultants for Nonprofits (AICN) has built an organization to do just that - to make AI literacy accessible to nonprofits through training and accreditation programs. Their team of "extraordinary humans" (the BEST LINE of their website) supports nonprofit leaders, higher education, government agencies and officials in "getting back to the essence of their work by using AI to save time, money and people." We were proud to talk to her this #AIAugust. toth shop (ts): What is an opportunity for AI to enhance brand messaging or how organizations communicate? Shereese Floyd (SF): “We have an incredible opportunity to use these tools as a second and third brain to challenge conventional thinking. We can get stuck in our own way of doing and perceiving. Now, we have tools that can ‘think’ alongside us, but also act as opposing viewpoints so we can see our messaging from all angles. This allows us to enhance messaging by tapping into a fuller and more broad perspective that attracts those we are meant to serve.” ts: Where do you see gaps in AI-powered communications and messaging? SF: “There’s a gap when it comes to strategy. Generative AI is a powerful tool, but it can't fix a broken or non-existent strategy. Going into a tool and asking for social media posts or video scripts, without defining the audience, why you're speaking to them and what you'd like them to do doesn't go far.” ts: How do brands/organizations become smart AI users in terms of using the tools to communicate with audiences? SF: “Start by asking, ‘How can AI help with this?’ Practice and play with AI tools to understand its capabilities, focusing on those that align with your communication style. Know your audience well, as this will guide how you use AI to tailor messages. When you identify tasks where AI can make a difference in your process, integrate those into your workflow. It’s less about knowing every tool and more about mastering the ones that enhance your specific communication needs." To learn more about AICN, please explore their website linked in comments below.

Can we do a mash-up of AI-powered messaging education AND Taylor Swift for #AIAugust? Challenge accepted. (Thanks to Steph Nagl.) AI-created content, specifically written content or copy, is easy to spot. Knowing the red flags that scream “A COMPUTER WROTE THIS” helps you to improve your content and use AI tools more effectively. One of the most common ones we see: 🚩Copy that lacks human examples or experience Mind you: Not every piece of content needs a personal story (re: “I went to hike Mt. Everest and here are the five business lessons I learned…), BUT every piece of content needs humanity in it. Review any ChatGPT-created content for opportunities to inject a story, personal example, or human connection. For example: Earlier this year, toth shop's Steph Nagl wrote a blog about how to perfectly time a Taylor Swift reference in your brand's messaging or communications. (Swifties, I linked Steph's in comments below.) Her opening line: “Say what you want about T. Swift, but she is a mastermind when it comes to language and weaving words together.” When we asked ChatGPT to write a blog on the same topic, it gave us this opening line: “Taylor Swift, with her relatable lyrics and iconic presence, has become a cultural touchstone.” One of them (written by a human & true Swiftie) references a Taylor Swift lyric and uses a well-known nickname. The other…well, it sounds like someone writing about Taylor Swift without ever experiencing hearing the 1989 album for the first time. Your challenge today: Add some humanity to whatever ChatGPT served to you.